brand awareness

A measure of the consumer consciousness of a brand or a product category. We distinguish some of its degrees from the spontaneous awareness to the aided recall. The consumer’s ability to recognize a brand is significant for a company’s marketing specialists, because usually we prefer to buy something that we already know.

Bauer András, Berács József & Kenesei Zsófia (2007). Marketing alapismeretek. Aula Kiadó. Budapest. 148. p.
Chandler, Daniel & Munday, Rod (2011). A Dictionary of Media and Communication. Oxford University Press. Oxford. 36. p. See the Online Edition